MediaCom clients could benefit from emotion tracking tech

Global brands including Coca-Cola, Volkswagen, and P&G could benefit from emotion tracking technology being weaved into their measurement strategies following a landmark deal made by MediaCom and Realeyes.

Realeyes last year received a near £3m grant from the The European Commission help develop its technology, which claims to track the ‘likability’ of brand’s marketing efforts by measuring people’s emotions via standard webcams as they watch video content.

MediaCom struck the deal - the first of its kind for a media agency – with a view to gauging the reaction to every piece of video content it conceives before it’s briefed out to media/production partners to make or create in-house, to ensure that client messages are as engaging as possible and delivered to the most receptive audience segments.

Its planners will also be able to benchmark content against previous campaigns in home markets as well as global.

“Incorporating Realeyes’ technology enables us to take a smarter data-driven approach to creativity and planning, ensuring that our clients are building the most engaging branding experiences,” explained Palle Finderup Diederichsen, head of EMEA at MediaCom Beyond Advertising.

“Tools such as Realeyes allow us to get behavioural information upfront, so we can optimise and measure content before launch. This enables us to deliver more effective video and more efficient distribution, making the message more impactful and delivering increased business advantage for our clients.”

MediaCom will integrate the Realeyes platform into it’s central content hub and apply it across its client roster including brands such as P&G, Coca Cola, GSK, Shell, Sony Mobile and Volkswagen.

The move follows Apple’s acquisition of Emotient, which uses artificial intelligence to read the facial expression to infer the response to a piece of content or product.

Jennifer Faull

The Drum senior reporter Jen Faull provides news and insight on the latest developments in retail and FMCG.

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